Develop a distinctive and youth-focused celebration during Hispanic Heritage Month to engage and recruit Gen Z and Millennial Latinx Casual fans. The MLB sought to connect to culture beyond the field and deepen its pop-culture associations specifically in Music and Gaming.
Our approach was to launch a fresh and lifestyle-driven Hispanic Heritage Month celebration on Twitch, and thus Béisbol Beats was born. The live stream centered around bringing together a Latinx Producer and an MLB organist to join forces and create a beat/ song live. The result: a never-before-heard music beat that blends iconic in-game organ sounds with fresh contemporary reggaeton beats.
Cultural Music Insight: On one side Reggaeton is one of the top global music genres today, on the other hand, live organ music across national baseball stadiums has become somewhat of a dying art, while DJs and walkup songs have taken center stage in baseball.
Solution: We paired Latin grammy-winning producer Ovy on the Drums with legendary Yankees organ player Paul Cartier - one of a handful of organists keeping the tradition alive.
The Execution: During the stream, viewers were able to check out the entire process, from laying down the foundational percussion to adding Paul Cartier’s iconic stadium organ sounds. Our producer, Ovy, walked us through the beat-making process, and they both talked about where they got their inspiration and how they got into the music-making business. Even though both of them spoke different languages, we were able to create a unique collaboration between the two, where their passions for music spoke for themselves through live audio translation.
Béisbol Beats not only brought two generations together but surfaced and refreshed baseball's iconic organ music legacy resulting not only in a unique content with rich cultural value - but a content that resonated with Latinx youth audiences. The piece successfully positioned the MLB as a fresh and lifestyle-connected league and resulted in more than 1.5M views and replays on the MLB's O&O. Additionally, the work also resulted in an original song the MLB will be able to leverage in new upcoming content.
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